Last week, Univision, the largest Spanish-language television network in the country, bought The Root, a news and entertainment site that caters largely to a black audience. The Root was owned by Graham Holdings, the former owner of The Washington Post. The site sees around 5 million unique users per month, according to ComScore, and the amount Univision paid went undisclosed. In their takeover, Univision said it had no plans to change The Root's editorial mission.
During the announcement, President and CEO of Univision's news and digital departments, Isaac Lee, called the purchase a "game-changing union," and said that "our diverse communities are continuing to define the fabric of the country, from buying power, to social influence, to elections."
And that's why this acquisition could be a key marker in the rapidly changing media landscape.
In a move that may have set the stage for The Root acquisition, in 2013 Univision partnered with ABC (owned by Disney) to create Fusion, an online news site intended to wrangle the confounding Millennial market (the Pew Research Center's assessment called Millennials "relatively unattached to organized politics and religion, linked by social media, burdened by debt, distrustful of people, in no rush to marry"¦"). What Millennials are, though, is the most racially diverse generation ever, and it seems that's what Univision has bet on.